OnePlus taps Himesh Reshammiya to launch N6 with missing N campaign

MUMBAI: Sometimes, the biggest launch starts with what’s missing. OnePlus has teamed up with singer and music composer Himesh Reshammiya to unveil its latest OnePlus N6 smartphone through a tongue-in-cheek campaign that turns the missing letter “N” into the star of the show, blending nostalgia with internet humour to capture the attention of Gen Z consumers.

The campaign unfolds as a podcast-style conversation between Reshammiya and a Gen Z host, where the singer hilariously attempts to avoid using the letter “N”, triggering a string of playful exchanges before the mystery behind the “missing N” is revealed as the launch of the OnePlus N6.

The smartphone maker said it selected Reshammiya because of his cross-generational appeal. While his music has entertained audiences for years, his songs have found a second life through memes, reels and social media trends, making him an unlikely but fitting icon for younger audiences.

According to OnePlus, the campaign has already generated more than 2.1 million Instagram views and 341,000 engagements, achieving an engagement rate by reach of 23 per cent, reflecting strong traction among digital audiences.

The OnePlus N6 comes equipped with an 8,000mAh battery, 45W SUPERVOOC fast charging, IP65-rated protection and a 120Hz display, with the company positioning the device as an everyday smartphone focused on dependable performance and long-lasting battery life.

The campaign also reflects a broader shift in smartphone marketing, where storytelling and pop culture increasingly take centre stage over traditional product demonstrations. By tapping into nostalgia while embracing meme culture, OnePlus is aiming to make the N6 launch feel less like an advertisement and more like an internet moment.

With humour driving the conversation and a familiar face bridging generations, OnePlus is hoping that this time, the missing “N” is exactly what gets everyone talking.